Good morning, are you in back-to-school mode yet?

Back-to-school time always reminds me of being a child, and one of the best lessons I learned was to share with others. In the MarTech world, we see that a lot in the industry collaborations and partnerships that are often announced in this space. And we see it in internal collaborations, too, between marketing, sales, IT and, of course, MOPS.

Sharing intelligence benefits us all, and it’s with that in mind that yesterday we announced our MarTech Live video series kicks off in a week. We’ll be interviewing some leading marketing technologists over the next several weeks to find out how they work and what they learned that can help the rest of the martech community perform. If you want to join us live, let us know.

What is the benefit of this sharing? More tactics, better executions, and maybe an uptick in revenue if conversions increase. Class dismissed. 

Rodric Bradford
Editor, MarTech Today

 
 
 
Cookie Monster
 

The death of cookies and the threat to digital marketing

It might seem obvious that it’s disadvantageous to users to have unknown third-parties surreptitiously gathering their behavioral data and monetizing it. But there’s another way of looking at the situation.

“The existence of the third-party cookie, and the ability to create an ecosystem around it, is what allows for there to be the personalization on web pages, personalized ads, as well as the ability of publishers to monetize their properties and therefore allow for the creation of content that we consume,” said Vikram. “Publishers being able to monetize content without charging for consumption is a benefit to users. With exceptions, we’re not paying directly for much of the content we consume online,” said Vikram. “We are paying through our data.”

Luke Taylor, founder and COO of TrafficGuard, agreed. “As an advertising industry, we’ve done a very poor job of communicating to the end user as to why we’re tracking them, and why this is beneficial. Few consumers understand how any of this works, and with lack of understanding it’s simple to just say no and block it.”

“In a world where you aren’t able to target someone specific,” Taylor went on, “everyone is going to get sunglasses ads. You could get one every day for the next five years. Because there is no cross-site view of who you are, or what you’ve seen, the ability to frequency cap, is removed.”

Learn more »

 

There's still time to register for "4 Ways to Get Started with Agile Marketing!"

The only constant in marketing is change. And with that comes greater expectations for the marketing team to produce bigger results, faster, with limited resources and a newly remote workforce. To keep up, many marketing teams are making changes to how they manage their work by adopting an Agile methodology. Join us for this webinar today to learn about the benefits of Agile Marketing and how to get started.

Go now »

 
Cookie Slayers
 

How two martech companies are taking on the cookieless world

The broad coalition of affected parties, including advertising, agencies, tech vendors and publishers, have formed the Partnership for Responsible Addressable Media to establish standards that take account both the need to be able to advertise to defined audiences and the consumer’s concern for privacy. In the mean-time, individual vendors are looking for ways to track identities in a cookieless world.

“We already have a federated identity graph,” said Devon DeBlasio, product marketing director at Neustar, “which takes both deterministic and probabilistic data, combines them together, and evaluates linkage strength. We look at the strength of the linkage to determine a quality score.” While deterministic— i.e. verified—data is important, it can mislead, he explained. Different members of the household could be using the same device, or a user could be logging into another user’s wifi. “With probabilistic, there’s a lot of it, so it gives us a good general evaluation as to whether [the deterministic data] is correct, based on time, day, and the distance between one engagement and another.”

Infutor aggregates third-party data, but without reliance on cookies, as VP of marketing Michelle Tilton explained. “We have an internal identity graph which we compile from hundreds of different sources, but what we really focus on is first-party data enablement—helping brands make the best use of their first-party data by supplementing it with our third-party data.”

Infutor collects data from publicly available sources and sources with consumer opt-in. “We do not collect information unbeknownst to consumers,” said VP of Product Brian Burke. Infutor does not sell data or audiences—it ingests first-party data from its clients, or from a partner like Amperity, and enriches it with third-party data.

Learn more »

 
MarTech Minute
 

TransUnion acquires Signal

TransUnion, a global information and insights company that you may know more for its credit report business, has acquired Signal, a technology platform that allows brands to utilize the first-party data they currently own for more personalized messages and experiences. 

With TransUnion and Signal joining forces new campaigns will have a level of engagement and depth of reporting that was not existent before the acquisition, the companies say. TransUnion has been busy on the M&A front, acquiring TruSignal in 2019 and making a heavy investment in Tru Optik, as well. 

Why we care. Transunion, which already is awash in consumer data, says the deal will give them better real-time insights and the ability to scale personalization, and increasingly important capability as more interactions are shifting to digital. Of course, with personalization sitting deep in Gartner’s “trough of disillusionment,” we shall see.

Other announcements:

• Spotify announces partnership with Jack in the Box
• Los Angeles digital marketing agency acquired
• Brazen partners with WayUp

 

Calling all multi-location brands!

Searching for the perfect local marketing solution? MarTech Today’s free guide can help! In-depth vendor profiles, pricing charts, and essential things to consider prior to purchase — it’s all here.

Get your free copy now »

 
 
 
What We're Reading
 

We've curated our picks from across the web so you can retire your feed reader.

16 Ways To Bridge The Gap Between Sales And Marketing Departments – Forbes

Protecting Google Chrome users from insecure forms – Chromium Blog

Madison Avenue Meltdown: Marketers, Media Outlets Feud Over Billions of Dollars in Advertising – Variety

Oracle is reportedly in talks to buy TikTok’s US business – The Verge

Google Maps update includes more colorful images and sidewalk info – CNET